Senator Schumer Urges FDA Investigation Into Viral Beverage Brand
An influencer-backed energy drink has come under the microscope as politicians and health professionals express concerns over potentially harmful levels of caffeine. PRIME, a beverage brand launched by professional wrestlers and YouTube podcasters Logan Paul and KSI, has gained immense popularity among the youth and has become a trend in the energy drink market.
Senator Charles Schumer (D-N.Y.) took to the Food and Drug Administration (FDA) on Sunday, requesting a thorough examination of PRIME. Schumer raised alarm about the beverage’s impact on young consumers, stating, “One of the summer’s hottest status symbols for kids is not an outfit, or a toy—it’s a beverage. But buyer and parents beware because it’s a serious health concern for the kids it so feverishly targets.”
PRIME, backed by two well-known YouTube personalities, garnered instant success upon its launch last year, leading to long queues at grocery stores and rumors of a resale market in schoolyards.
Having neon-colored cans, PRIME boasts of zero sugar and vegan ingredients, catering to the growing demand for healthier alternatives. However, it falls into a category of energy drinks that are characterized by alarmingly high caffeine levels. In the case of PRIME, each 12-ounce can contains 200 mg of caffeine, which is equivalent to almost half a dozen Coca-Cola cans or nearly two Red Bulls.
The high caffeine content has prompted several schools in the United Kingdom and Australia to ban PRIME, and some physicians are warning of potential health consequences for young children, including heart difficulties, anxiety, and stomach problems. While company executives defend the product, emphasizing that it is clearly labeled as “not recommended for children under the age of 18,” concerns have been raised regarding the similarity in internet promotions of PRIME and another beverage called PRIME Hydration, which contains no caffeine. Many parents feel misled, as they purchase what they believe to be juice for their children only to discover it contains a “cauldron of caffeine.”
At the time of writing, PRIME representatives have not responded to requests for comment regarding the controversy surrounding their product. Senator Schumer’s letter to the FDA emphasized the need to investigate the internet promotion, claims made, as well as the ingredients and caffeine content of the PRIME energy drink. He raised concerns about the abundance of sponsored content on social media, urging a closer look into the advertising practices associated with PRIME.
As the debate continues to unfold, health experts and politicians are urging consumers to exercise caution and fully understand the potential risks associated with consuming energy drinks with high caffeine levels. The call for an FDA investigation into PRIME aims to shed light on the safety and transparency of these popular beverages, particularly concerning their impact on vulnerable demographics such as young children.
Source: NY Post
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